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Trans-Atlantic airline prepares for take-off

The inaugural flight for Silverjet, from London Luton Airport to New York is scheduled for January 25.

The airline has acquired two Boeing 767 aircraft and has fitted them with 100 business class seats. Silverjet has also created its own terminal at London Luton, modelled on a private jet facility, which will take passengers from arrival to aircraft within 30 minutes.

Silverjet, the first British airline to go carbon neutral, has responded to the desires of international passengers for long haul flights to arrive at the airport and board the aircraft in the shortest time possible. Two years of consumer research revealed that, aside from delays, passengers’ biggest gripe is the time taken to check in, lengthy security checks, immigration and boarding, which frequently take a total of more than two hours.

Martyn Bridger, the airline’s customer experience director, explained that there would be no check-in desks at the private terminal – passengers drop their luggage with a concierge on arrival and relax at the ‘Silver Lounge’, where ‘Seat Side’ check-in will take place if customers have not already checked in beforehand via internet or telephone.

He added: “In my 25 years of premium airline experience, I now have the opportunity to address a key issue that frequently frustrates customers: the queues and often lengthy delays at check-in.”

Silverjet chief executive officer Lawrence Hunt said: “”London Luton Airport is the only airport which recognises that customers want to be treated with respect and dignity, especially when they are buying a superior, premium service. We’ve created an integrated, seamless, truly fast track experience which is calming, relaxing and purges all the stress of boarding the aircraft. Airports like Heathrow and JFK in New York have become too big and too congested to cope with passenger volumes.””

Fares will average £999, with a special launch deal of £799. To book, visit www.silverjet.co.uk”